Mash Direct wins first business in Dubai

Mash Direct, the Northern Irish specialist in quick-serve potato and vegetable meals, has won its first business in the United Arab Emirates. Mash Direct has announced new business with Spinneys, the Middle East's premium supermarket chain, secured recently following participation with at the SIAL food exhibition in Paris.

The business was announced by Martin Hamilton, Mash Direct managing director during a visit to the recent Gulfood exhibition in Dubai. The company recently shipped its first consignment of potato and vegetable dishes to Spinneys.

The contract for 10 lines of Mash Direct products means that consumers in one of the most dynamic parts of the Arab world are now able to enjoy some of the company's traditional favourites such as mashed potato, mashed carrot and parsnip and champ.

The company is building on its success as a market leader in the UK and Ireland by exploring and grasping significant business opportunities developing abroad. This strategic focus on growth through exports has already led to worthwhile business in the US and parts of Europe.

Mr Hamilton, commenting on the new business with Spinneys, says: "The contract with Spinneys gives us an important presence with one of the most quality conscious and consumer focused supermarket chains in the Emirates and wider Middle East.

"The contract also demonstrates just how important it is for Northern Ireland food companies to showcase their products at major international exhibitions. These provide opportunities to meet key food buyers and to discuss their requirements.

"We'll be working closely with Spinneys to build on our first business with them and to see how we can develop further opportunities throughout the Middle East."

The new business in the Emirates follows another recent success by the company in winning a contract to supply 15 product lines to Budgens in Britain, a contract which has led to the products being available in the chill cabinets in almost 200 stores.

Mash Direct vegetables are steam cooked and packaged on the family farm and distributed throughout the UK, Ireland and other parts of Europe, Asia and the US.